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In 2022, we evolved Dell Technologies’ global brand strategy and identity. We developed a new brand essence, beliefs, personality, voice and set of guidelines that are used by all those who touch the brand. This visual and verbal manifestation serves as a guide for developing consistent, meaningful, on-brand communications around the world.
Prior to establishing the new guidelines, our team went through an intensive strategic exercise that articulated the brand promise, essence, attributes and beliefs. The new brand book and guidelines were rolled-out in 2023 to 1000’s of marketers within Dell and externally to all global agency partners. The brand team conducted weekly office hours for six months after launch to ensure proper application of the elements, answer questions about usage and learn from those who were tasked with implementing it.